you get to the campaigns and one of the things the romney campaign said to do this summer after they won the nomination was and increasingly that sort of function is becoming a core function of the campaign and used to be to the extent you have was fund-raising and you could buy them from the vendors or consultants, and now people will have what they call one different things but there's basically a core function of the modern campaign to have people who are especially on the voter side just country and processing data. >> host: if any of us were to go into the romney campaign or obama campaign and look at the headquarters, are there a lot of young staff? what does it look like? >> guest: in chicago dozens of people depending on how you define that, the online analytical and every state they are hiring for jobs that are data jobs and the targeting directors. the obama campaign will want thousands of people run the country and hundreds of them are directly interacting with the data every day. >> host: do you think the republicans and democrats are more adept at using this technique or

the things the romney campaign had to do this summer after they won the nomination was what they called build a data science team. increasingly that sort of function is becoming a core function of the campaign. used to be to the extension of data it was left for fund-raising or you could buy vendors our consultants. and now, you know, people will have call them different things but there's basically the core function of a modern campaign to people, especially on the photo site, just crushing and processing data. >> if any of us were to go to the romney campaign or the obama campaign and where to look around the headquarters, how many people, is there a lot of young staff? what does it look like? >> guest: chicago, dozens of people depending i had how you define it, analytics him and then in every state they are hiring for jobs that are dated jobs, voter file managers, targeting directors, that's, you, the obama campaign will have thousands around the country and i guess hundreds of them are directly interacting with the data everyday. >> host: do you think one of the parties, rep

moves or you ask somebody directly. if i told you romney hadn't paid taxes for x number of years make it more or less likely to vote for them. some people fell you would they move. people telling you they would move is a pretty sort of con ject yiewrl thing. i wouldn't cognitively trust anybody that would do under the hypothetical scenario. they may or may not already know. that's part of the problem with the polls they ask people if you knew of a piece of information you may or may not already know. or in focus groups you bring somebody in and so you a dozen people and show them an ad and you ask them again did everybody change their mind. you're purchasing somebody to change their mind and they're being forced to watch an ad they might tune out. using the experimental things that the obama campaign has. they randomly assign mail ron comely to a -- randomly assign tv ads to certain markets and then because they're polling across those markets, they can see who moved, based on message or type of ad or mail this they have the data, you know, thousand of individual data points on each v

you have noticed? >> what to we have to respect for mitt romney? all those handsome sons are not going to produce any could spawn? >> they might. they absolutely might, but the trend line is negative, as you know. >> because it is a sense of entitlement. how we serve this devastation. people ask me, and nearly inflexible. well, no. you know lots of men who are flexible. they have been flexible. why are all the men in your book such cut potatoes? you look at this moment in history, and they're is a little bit of region this. menem would need things, that would be fine. at the debt would be better to me admit that anything. terms of the generation spot average people, because when much is handed to you it is difficult to be flexible. >> host: exactly. that is exactly. so what do you do? because, by the way, when in collapse it hurts women and it really hurts children for sure. so this is not a small thing in another you are not gloating over the end of man. i don't think that you are. it's that good. what do you do? >> you hope that men adapt some flexibility and do certain kinds o

. you've noticed. >> guest: what do we have to expect from mitt romney, all the handsome sons wouldn't produce good spawn? >> host: they might, but -- >> guest: it's a sense of entitlement. >> host: exactly. >> guest: people ask me, are men inherently inflexible? no. you know men who are flexible, have been flexible. why are in the men in the books couch potatoes? look at the moment in history, and there is a little bit of rigidness, and if men would need things, that would be fine, that would be better to admit they need things, and in terms of, like, the third generation spawn of the rich people, because when much is handed to you, it's difficult to be flexible and helpful. >> host: exactly! exactly it. >> guest: right. >> host: what do you do about men? by the way, when men collapse, it hurts women and really hurts children for sure. >> guest: right. >> host: it's not a small thing, and you are not gloating over the end of the men, although it's the title of the book, you're not, it's bad for society. what do you do? >> guest: hope men adapt flexibility and do certain jobs they form

pretty politically neutral. they only measure anne romney measure americans how much time you spend in their leisure activities and with your kids. parents spend more time with their children now than they did in the 60's and 70's. don't ask me how. i think -- >> host: but there are still a pretty sure the data supports this point more save 1-year-old kids in day care today than there were say 50 years ago. and i'm wondering how one could argue for that the defense. >> guest: i don't know the data shows. i don't think there is anything wrong with children being in day care or having baby sitters. that seems not necessarily like a good thing or bad thing to me to be like if you have involved parents and your child stays in day care for say nine to five it seems like a natural thing to me. if you have a decent -- it depends on the day care. like if you have -- my children go to preschool and it's like a lovely preschool with a lot of teachers and they are there until noon or 2:00 and then it's like these things are not necessarily bad or necessarily good. >> host: it's just hard to imagi